BAKU, Azerbaijan, May 22
By Sadraddin Aghjayev - Trend:
Websites and applications of banks are becoming the main channels of customer service, a leading Russian usability expert, Founder, and CEO of Russian Usabilitylab LLC Dmitry Satin told Trend.
According to Satin, the expansion of the range of mobile banking payment services increases the number of points of contact with the client.
"If the bank is interested in retaining and attracting new customers, then the entire range of payments and money transfer opportunities should be integrated into the bank's mobile app. The process itself should be designed simply and conveniently to further increase loyalty, and the bank will receive a promoter on behalf of a client," said the expert.
Satin also stressed that transactions have reached the limit of functionality.
"At the moment, I can single out two related areas - finance analytics and product sales. The first area is not yet very functional, but it may have the potential not only to show income/expenses but also to optimize finances and provide tools for solving financial goals,” he noted.
“The second direction is developing more actively as the products themselves have become more flexible and diversified. Instead of a deposit for a long term and a large amount, a savings account can be opened for regular replenishment. At the same time, instead of one tool for long-term investments, a package can be chosen. It is important that the application acts as an assistant here, offering the right products at the right time, anticipating the need," said Satin.
The Russian expert also noted that websites and applications are becoming the main channels for customer service, so ease of use of banking interfaces is a top priority.
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